Public Relations Measurement expert, Austin Ayaosi, has urged PR/Corporate Communications Managers to create budget for PR measurement. The Lead Analyst, BrandImpact Consulting, a public relations research agency, gave the advice during a Tweet Chat #EvaluatePRorganised by P+ Measurement Services on Friday.

In his advice to PR professionals, Ayaosi urged Corporate Communications Managers to create budget for measurement in order to gain Management respect. He stated that his advice for PR pros is: “Stop throwing away your chance to earn Executive respect. Create a budget for measurement, don’t call it PR Measurement; call it Communications Research or Evaluation budget.”

He also noted that Corporate Communications Managers should approach measurement with a holistic framework that includes Inputs, Outputs, Outtakes and Outcomes variables rather than focusing largely on Outputs-inclined metrics.

#EvaluatePR is a monthly Tweet Chat initiative that focuses on creating awareness for PR measurement in Nigeria. The sophomore edition featured Austin Ayaosi, Lead Analyst, BrandImpact Consulting; Timilehin Bello, Managing Director, Media Panache Nigeria; Joel Pereyi, Communications Consultant, EVE Restaurant alongside with Philip Odiakose, Lead Consultant, P+ Measurement Services and other participants.